Mailchimp is a very powerful tool that is simple to use but offers much more than it seems at first glance. Automations are one of those tricks that can really help your email marketing campaign to succeed. Discover five Mailchimp automations that will make your life easier.
How do Mailchimp automations work?
An automatism is basically a programmed action that is triggered under certain predefined parameters. The trigger of the action can be a date, an event or a specific activity of the contact, for example. This type of mechanism allows you to control at a much higher level the type of campaigns you launch and achieve better results.
Thus, we can for example automate a welcome message when a subscriber signs up, send a notification when a contact joins a specific list, encourage a customer to complete a purchase, etc. Knowing the automatisms of this tool will greatly facilitate the organization and management of our campaigns and databases.
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Five Mailchimp automations that you probably didn’t know about
1. Personalized emails based on Lead Scoring
When segmenting your database, you generally try to know which users are most likely to perform the action you are looking for (registration, sale…) and use lead scoring with previously defined criteria. Mailchimp automatically assigns all our contacts a value from 1 to 5, with five being the best value, depending on the degree of interaction, opens and clicks that each one has with our campaigns. The higher the interaction, the higher the rating.
With that we can get a personalized message depending on a value that we will not even have had to assign ourselves, achieving greater efficiency in the campaigns thanks to being able to adapt the message to the target audience.
2. Encourage your users to interact through Drip Campaigns.
Drip Campaigns are campaigns in which mailings are sent in cycles. For example, an email when you subscribe, another one after three days, the next one after a week. It is a chain of emails that belong to the same campaign. They are usually useful to inform a new user who has not received any mail previously or for ‘course’ type campaigns where it is necessary to send ‘lessons’ in certain periods.
This automatic system saves a lot of time when a lot of information has to be sent. The only thing necessary is to define the parameters well so that the right users can be reached.
3. Automated reward system
One of the most difficult tasks facing online stores is building customer loyalty.
4. Recover abandoned carts
Usually there is always a significant percentage of users who, for some reason, do not complete the purchase in the online store when they had started the process. Mailchimp can help with the task of recovering these abandoned carts through a series of emails (two or three) that encourage the user to complete the purchase. On average, you can recover between 10% and 15% of the carts that visitors do not complete.
By automating this process you can customize the messages that are launched progressively. Remember that including discounts or exclusive offers to achieve a more persuasive message is important, but it is no less important to highlight the advantages of your online store to convince the potential customer, since this is where the strength of your brand lies in the long term.
5. Building viral loops and referrals
Nearly 80% of those who receive email marketing communications find them annoying, but an email with an attractive subject line and a good offer is almost irresistible.
The trick of the viral loops is the following: when a user signs up, the automatic sending of the welcome email is activated. But in addition to that, a second email is sent (also automatic and according to the pre-established parameters) with something that can hook them (a free gift, discount, offer, etc.) and that to obtain it they must invite a friend. If he/she completes this step, the new friend will subscribe and will receive the email with the free gift again, starting the cycle all over again.
